brand guide line and positioning Target.pdf

target company brand guide line

1. BRAND
GUIDELINES
2013
©2013 Target Brands, Inc. The Bullseye Design, Target and Expect More. Pay Less. are registered trademarks of Target Brands, Inc.

2. BULLSEYE
DESIGN
The Bullseye Design is integrated in the identity signatures
of Target Stores, as well as in many of the logos for our
products and services.
When using the Bullseye, Target wordmark or “Expect More.
Pay Less.” you must include the following legal line: “The
Bullseye Design, Target and Expect More. Pay Less. are
registered trademarks of Target Brands, Inc.” The legal line
may be shortened to reflect what’s shown in a particular
communication. For example, if only the Bullseye is shown,
it may read, “The Bullseye Design is a registered trademark
of Target Brands, Inc.” The ® mark is no longer needed.
Outside of the U.S., slight variations in the logos may be necessary to satisfy local laws.
Email [email protected] to ensure proper usage.

3. RED
The Bullseye Design may appear in Target Red, black or
white only. It may not be shown in any other color. Target Red
is PMS 186 for spot color and 4/100/85/6 for 4-color process.
The inner ring of the Bullseye is transparent. When the
Bullseye is placed on another color or image, that color
or image is visible through the inner ring.
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186
PANTONE
®

186

4. CONTEXT

5. CONTEXT
The Bullseye Design is a precise, fixed image consisting
of two rings of equal width, with a center circle that
is twice the width of the outer ring. The inner ring is
empty space that should always be the same color or
pattern as the background. For example, the inner ring
is white only if the surrounding background is white.
The Bullseye may not be distorted or modified in any
way. Cropping, overprinting, superimposing or printing
behind the Bullseye is acceptable if at least one half of
the Bullseye is visible.
If a Bullseye is applied to items such as clothing or other
objects, it may be slightly distorted, cropped or altered.
The Bullseye may follow the lines of the object as long
as the item (e.g., a shirt, umbrella, snowboard, etc.) is
recognizable as itself, and at least one of the Bullseyes
in the pattern is complete, uncropped and undistorted.
In three-dimensional applications, it may not be possible
or practical to have empty space between the center
and outer ring. In these cases, the inner ring may
be white if the outer ring and center are Target Red.
Examples: round refrigerator magnets, earrings,
area rugs, stages or booths.

6. LOGO
MISUSE
The Bullseye Design is synonymous with our corporate
identity and is a globally recognized and registered icon.
It must be used in the precise way it is registered.
The Bullseye may be applied to objects, but may not
become a particular object such as a wheel or an eye,
or a part of an object such as the center of a flower. The
Bullseye may not be used as a number, letter, any part
of a letter or as punctuation. When using the Bullseye,
no other items may touch or connect to it. The Bullseye
may be used in a sentence only if it is substitutable for
the word “Target.” It is not acceptable to use any image
that suggests a Bullseye (even if it’s not a bullseye)
that does not comply with these rules. Please email
[email protected] with any questions related
to the use of the Bullseye.

7. LOCK
UPS
The “Target” wordmark is integrated in the identity
signatures of Target Stores, as well as in many of the logos
for our products and services. The wordmark may stand
alone or be coupled with the Bullseye Design. The Target
wordmark may appear in Target Red, black or white only.
It may not be shown in any other color.
There is one approved lockup with the Bullseye. When using
this version, do not include “Expect More. Pay Less.”
as part of the lockup.

8. BRAND
PROMISE
“Expect More. Pay Less.” is Target’s brand promise.
It is a singular statement, and the two parts cannot be
separated. The “Pay Less” portion of the tagline cannot
be used in a type size larger or a typeface bolder than
the accompanying “Expect More” portion. The words
“Pay Less” cannot be combined and used as the single
word “Payless” or used in any manner that appears
to be the single word “Payless.” The words “Pay Less” can
be used descriptively in copy (e.g., “You will pay
less for this product at Target”), but cannot be used
alone as a trademark or tagline.
“Expect More. Pay Less.” has most often appeared in
the form of a lockup with the Bullseye logo, as is shown
opposite. However, “Expect More. Pay Less.” can also
be used independently of the Bullseye, depending
on the campaign or application. Whether it is used
independently or in a logo lockup, it should have a
consistent appearance.

9. The Target brand promise holds true in all languages.
In print advertising, it is preferred that you use the
Bullseye Design and “Expect More. Pay Less.” brand
promise. If you do not want to use the logo lockup, you
may separate the brand promise from the Bullseye and
embed it in the copy as shown here. “Expect More. Pay
Less.” must stand out separately in the copy block.
Example:
The Converse
®
One Star
®
Double-Layer Shirt,
Bootcut Jeans and Oxford Sneakers.
Starting at 12.99. Expect More. Pay Less.

10. HEL
VET
ICA
NEUE
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Helvetica Neue 85 Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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1234567890
Helvetica Neue 75 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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1234567890
Helvetica Neue 55 Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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1234567890
Helvetica Neue 45 Light
Target’s corporate font is Helvetica Neue.
Helvetica Neue is preferred for brand and
corporate communication.